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Sound reasoning:
optimising your business with sound
Michael Spencer, MD of corporate communications via sound specialist, Sound Strategies,
shares hot hints on how to use audio to buff up your brand
‘esearch has shown that effective
‘communication involves 50 per
‘cont visual elements and 50 per
‘cent aural elements. Yet our own
research shows that less than
five per cent of companies correctly
‘optimise their marketing communicati
activity for effective use of voice, music
‘and other sounds.
‘The aural side~ particularly speech ~
‘an be critical to good elent-reations in a
[RE context, since audio (inthe form of
peas, for example) conveys muel more:
ceffectively the stats-sonsitive, prfessional-
‘tw-professional nuanees that text and
‘graphics have difficulty in signalling, Ta
is, if you get itright of course!
‘Making 0 sound start
Before achieving best practice audio
standards, its important to be aware of
your company’s existing audio
‘environment. Sound Strategies usually asks
a sampling of personnel across a company
‘tn conduct a personal ‘sonic aut’ of their
{day-to-ay soundscape. That means simply
being aware of sound inal its operational
‘contexts and ~ erucally ~ thinking carefully
about its presence.
t's easy to get used to intrusive, poor
‘quality or inappropriate soundiracks our
hearing is designed to filter out unwanted
‘sounds very quickly since we can’t close
‘our ears like we close aur eyes or look
savay. Sonic ues are designed to re.
sersitse stall to the presence ~ wanted or
‘otherwise ~ of sourid and music in the
‘workplace and in all eommunieation and
marketing channels.
Once you have started to listen again,
sk yourself the follewing questions:
+ How do you cureently use sound to
amplify your brand positioning?
+ What is its context and parpose?
+ Ifyou do use auto, at what point of the
design process does it start to kick in? AS
with Cinderela, sound needs to be moved
(out ofthe kitchen and go tothe ball with
her cwo sisters, copy and design, Don't
leave tas an afterthought
+ Do you maintain the same production
values and processes of evaluation as you
‘would with your visual identity?
+ Are you consistent in the type of
‘sounds/muse you use across your
communications platforms?
+ Does the music at your conference
_synergise with that on your website?
+ Do your compary’s telephone voiees and
ranersrelect the stabs of your
product. and company’?
“audio conveys much more
effectively the status-
sensitive, professional-to-
professional nuances that
text and graphics have
difficulty in signalling”
Michael spencer, M0, Sound Statecies
Audio best practice
‘To complement the visual image of the
‘company’ you should apply the same
production values. Make the audio
selection a part of your positioning process
not an add-on, Don't be seduced by cheap
foffhe-shelf solutions that wil ulimately
‘make you appear corumonplace. Cheek to
see that you maintain differentiation with
[Your competitors; we have found many
instances where companies use remarkably
similar soured tracks.
‘Think strategically and select cio,
samples that will stand the test of tm and
Dull a lasting association (thnk of dhe
Enitish Airways commercials). Live with
_your proposed audio selection fora time
before making the final decision, and test it
ina number of different siniations.
Typesofaudio
The auco environment can be divided into
theee main 1635:
+ The sonic presence of your cmmpany: auto
logos jingles, signature tunes and other
signals which can appear across the whole
range of marketing platforms, including the
Internet, 1 trade fais and video
comme,
+ Occasional and background music use! or
enhancing the mood, Again across the entire
range of patorms, but unlike ‘sonic ident it
Is more kel to be chosen to it the ocasion
rather than 35a stable element ofthe product
image
* Speed thisindudes accent, clay tone,
use of language and awareness of the
audience, whether a single person on the
iter end ofthe telephone or several
hundred delegates at a conference.
Reiain from using sounds that are
intrusive wheter in dynamic level (Loo
Jouel oF oo quiet), ints application, or in
its quality of reproduction. Check that you
use consistent sound levels across your
‘webste. Don't ‘ambush’ your visors with
‘expected bursts of audio content, and
remember that too much musical backing
‘bhi detalled spoken information
reduces the memorabilityof the
information
Tn order to ereate a business-like and
Inviting atmosphore around the company’s
presence a its premises, conferences,
trade fairs, on the web or on other media,
‘you should frst think of the context in
‘whl it is being used and! the message
{Your elients want to hear, nl be eautious
that your ov musical persuasions are not
overly influential
How will you know if it works?
Appropriate use of sound on websites
lnluences the dwelltime of users. We say
tht appearance is everything, but that also
applies to sound. Althouglt we may not
ala’ be able to explain why, poorly
chosen or controlled soured can have the
sane effect asa slain on shit front,
michael spencerasound:strategescouk